DATUK SERI AMRIN AWALUDDIN

MANAGING DIRECTOR SIME DARBY PROPERTY

On how social media has impacted or promoted your business brand.

Social media has allowed us to drive and target sales leads and increase our brand value. It has also improved our services and product offerings through constructive feedback and engagements and build brand ambassadors.

On the company’s digitalisation efforts and how it has helped in branding.

Our digitalisation efforts have changed how we position and enhance our brand image/value, product offerings and enhance our customer’s experience.

Through our digital assets, namely our website, customer portal, mobile app and social media platforms (Facebook and Instagram), we are able to understand market demand and needs with the help of listening tools and analytics, as well as provide a seamless, value-added and engaging customer experience which in turns, increase our brand equity and value.

Challenges faced by your company in a challenging economic environment.

The Malaysian property market is expected to remain weak in the short-term due to weak consumer sentiment, volatile macroeconomic conditions and strict lending policies.

However, the market is expected to recover in the coming years, underpinned by solid socio-economic fundamentals such as a higher population and stable GDP growth rates.

On strategies put in place to boost the company’s brand image.

*Manage and enhance the customer journey.

*Optimise product offering and product type.

*Gain insights and understanding through consumer research (customer satisfaction index and engaging a neutral standards accreditation body to measure our customer service practices).

*Review brand positioning drivers to increase brand engagement.

The importance of meaningful connection

between a brand and a consumer in brand-building.

Our goal at Sime Darby Property is to be a company that is in touch with our customers’ needs. Our customers are our priority and centre to our objectives, hence it is important to be highly engaged, dedicated, resilient and conscientious of constant changes around us to fulfil their needs as well as provide exceptional customer service.

Studies have shown that 50% of every buying decision is driven by emotion. The relationship between customer and company is, at its very foundation, emotional.

Sime Darby Property does not limit itself as just a builder of brick-and-mortar real estate, but instead we push ourselves to be a developer of communities, neighbourhoods and homes with great emotional attachment. At the end of the day, customers value brands that go beyond the product offerings.